Usain Bolt became the first athlete in history to retain the Olympic 100m and 200m titles. Helen Glover and Heather Stanning became the first British female rowers to win a gold. Louis Smith and his fellow male gymnasts won the nation's first team medal in 100 years. And yet, when it comes to London 2012, it seems like all anyone talks about is Tom Daley.

It's not hard to see why the 18-year-old has been grabbing attention before, during and after the Games. He's a truly inspiring figure, having overcome and achieved so much at a sickeningly young age. And of course there's more to admire about him than his medals - he's a charismatic, handsome man with a physique most of us could only dream of.

Yet when Daley slicked back his hair, ripped off his shirt and roared at the camera for a Superman-themed Heat magazine photo shoot this week, the grumbles that have been building in tandem with his rising profile seemed to drown out the usual cries of "phwoar" or similar for the first time.

Since Team GB's success at London 2012, people have been desperate to maintain a distinction between our heroic sports stars and celebrities. For many, the Heat spread marked Daley's transformation from the former to the latter, with the Olympic medalist's comment about only having "made it" when he was named the magazine's 'Torso of the Week' being used against him.

Should Daley be allowed to have some fun, let loose and lap up the attention after achieving his lifelong dream of an Olympic medal, a dream he's spent years working towards? Or do you feel he's beginning to muddy his achievements by overexposing himself to the masses? Let Digital Spy know your opinion by voting in our poll below.